California's contract with Ogilvy was criticized last fall following a New York Times article that said the firm pitched launching a reality TV show to draw attention to the exchange. While the firm's original contract with the state was initially valued at $900,000 and was expected to run through this October, it has grown to about $17 million, including funding for subcontractors, Hidalgo said. Additional information about the expanded contract wasn't immediately available.

Even with the dramatic increase in the size of the PR contract, hiring more internal marketing staffers is “necessary for Covered California to reach the millions of people in California,” according to the RFP.

Open enrollment for the exchange will begin in October. The exchanges are marketplaces where people can compare and buy insurance plans.

Meanwhile, Minnesota has awarded BBDO Proximity a contract to create a public-outreach campaign for its exchange. The contract is worth up to $666,590.

Other states and the federal government have been active hiring firms to promote healthcare exchanges. Both the Centers for Medicare and Medicaid Services and the state of Maryland hired Weber Shandwick in April to launch campaigns promoting insurance marketplaces mandated by the Affordable Care Act. Combined the contracts are worth nearly $14 million.